The Japan Tourism Expo 2026 was held at Tokyo Big Sight in Ariake, Tokyo’s Koto ward, from September 24 to 27, occupying East Halls 1, 2, 3, 7, and 8. Renovation work reduced available exhibition space, but more than 1,300 booth applications led to a full booking of all exhibition space for this Tokyo edition.
Exhibitors from overseas accounted for approximately 40% of the total booths, while Japanese participants held about 60%, resulting in a ratio near two to three international to domestic booths. This represents a historic milestone in the event’s balance between international destinations and Japan’s regional tourism
sector.
Approximately 70 countries and regions participated in the expo, alongside representation from 46 of Japan’s 47 prefectures, covering roughly 97.9% of Japan’s prefectural population. This allowed visitors the opportunity to explore tourism offerings from nearly the entire country.
The first two days, September 24 and 25, were reserved for tourism professionals and media, running from 10:00 to 18:00 each day. Public admission was available on September 26 from 10:00 to 18:00 and on September 27 from 10:00 to 17:00. Organizers targeted a total attendance of 180,000 visitors, including 72,000 industry and media attendees (40%) and 108,000 general visitors (60%).
Public admission tickets purchased in advance cost 1,200 yen for adults.
The event was jointly organized by the Japan Travel and Tourism Association, the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO). The Japan Travel and Tourism Association supports regional tourism development, JATA represents travel agencies and related businesses, and JNTO leads efforts to promote inbound tourism as well as overseeing the Visit Japan Travel and MICE Mart.
JNTO hosted the Visit Japan Travel and MICE Mart from September 24 to 26 concurrently with the expo. The marketplace involved approximately 280 overseas buyer companies and
about 350 Japanese sellers. Structured meetings facilitated up to 30 appointments per full-participation seller during the three-day event.
Tokyo Big Sight is accessible via the Yurikamome Line and Rinkai Line in Koto ward. Given the large expected visitor numbers, organizers advised attendees to plan their routes carefully and allow extra time during morning entry periods to manage congestion.
Japan’s international inbound tourism expanded significantly from 8.61 million arrivals in 2010 to approximately 42.68 million in 2025. Corresponding international visitor expenditure rose from 1.1 trillion yen in 2010 to about 9.5 trillion yen in 2025. The country’s Tourism Nation Promotion Basic
Plan sets targets of 60 million international visitors and 15 trillion yen in annual visitor spending by 2030, requiring growth rates of 40.6% and 57.9%, respectively from 2025 levels.
The 2026 event aims to exceed the previous year’s attendance of 127,677 visitors at the 2025 Aichi Sky Expo by 41%. The geographic diversity of participants, including 46 prefectures and nearly 70 countries and regions, supports government efforts to distribute tourism beyond urban centers and balance visitor growth with local quality of life.
Program highlights included focused segments on wellness tourism and gastronomy tourism, reflecting increased interest in health, local cuisine,
and cultural travel experiences. The concurrent Travel Solutions Exhibition featured systems and services supporting tourism operations, marketing, and visitor communications.
